ABSTRACT

In a global and rapidly changing commercial environment, businesses increasingly use collaborative ethnographic research to understand what motivates their employees and what their customers value. In this volume, anthropologists, marketing professionals, computer scientists and others examine issues, challenges, and successes of ethnographic cooperation in the corporate world. The book

  • argues that constant shifts in the global marketplace require increasing multidisciplinary and multicultural teamwork in consumer research and organizational culture;
  • addresses the need of corporate ethnographers to be adept at reading and translating the social constructions of knowledge and power, in order to contribute to the team process of engaging research participants, clients and stakeholders;
  • reveals the essentially dynamic process of collaborative ethnography;
  • shows how multifunctional teams design and carry out research, communicate findings and implications for organizational objectives, and craft strategies to achieve those objectives to increase the vibrancy of economies, markets and employment rates worldwide.

chapter 3|34 pages

Success despite the silos: System-wide innovation and collaboration

ByELIZABETH K. BRIODY, KEN C. ERICKSON

chapter 4|20 pages

Collaboration for impact: Involving stakeholders in ethnographic research

ByJENNIFER WATTS-ENGLERT, MARGARET H. SZYMANSKI, PATRICIA WALL,

chapter 5|13 pages

Collaborating across and beyond the corporation via design anthropology

ByALICE D. PEINADO

chapter 6|19 pages

Collaborating in visual consumer research

ByRUSSELL BELK